Spiegel rethinks strategy with anniversary campaign launch

NEW YORK: As Spiegel celebrates its 145th anniversary this month, the apparel brand is focusing more on PR.

NEW YORK: As Spiegel celebrates its 145th anniversary this month, the apparel brand is focusing more on PR. The PR is part of a retooling of the company's overall marketing strategy, explained Sonaly Aditya, senior director of brand development and e-commerce for the brand.

“We were brought in to focus on developing our brand,” said Aditya, referring to her recent hiring, along with Lindsay Sargent, a PR AE for Spiegel, Newport News, and ShapeFX. “We're really traditionally a catalog company. We don't have brick and mortar stores so we were hired to build brand awareness and exposure.”

Spiegel is engaged in the rollout of a PR-heavy campaign that leverages the anniversary via social media efforts and the launch of a quarterly editorial magazine. Working with social media agency Buddy Media on this campaign, the team is also revamping its Facebook and Twitter pages to promote the anniversary and the magazine and its content.

Additionally, the Patriarch-owned company is also in the midst of a PR agency search, slated to be finalized by late April or early May. The team is in talks with about five agencies. The search corresponds with the brand's plan to further develop and promote its new quarterly lifestyle magazine, called the Spiegel BuyBook, from which customers can also purchase featured products. The first magazine issue, celebrating the anniversary, will launch in mid-April and will feature tips, in the magazine and also in videos on Spiegel's Web site, from its sister cosmetics brand Stila.

Going forward, the magazine will most likely include real models who have taken signature style quizzes on the Web site. The quizzes will also be part of a contest to win anniversary prizes.

“A lot of people don't know about [the quizzes online],” said Sargent. “This is a way to emphasize that that's the core of the Spiegel brand, finding signature style and shopping by style.”   

The brand plans to reach out to other beauty companies to be featured in the magazine, as well as another magazine partner for cross-promotion. Aditya also noted that the Spiegel magazine may incorporate a traditional advertising model in the future.  

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